ROW NYC Reopens in Times Square with a $279-a-Night Modern Vision

NEW YORK, NY – February 25, 2026 – After a multi-year closure that saw one of Times Square’s largest hotels go dark, ROW NYC is set to make a dramatic return on May 1, 2026. The colossal 1,300-room property, located at the bustling corner of 45th Street and Eighth Avenue, has undergone a comprehensive, top-to-bottom renovation, signaling a powerful vote of confidence in the future of New York City's hospitality landscape. The reopening introduces completely redesigned guest rooms, reimagined public spaces, a new all-day dining concept, and a suite of curated programs aimed at redefining the guest experience in the heart of Manhattan.

A Strategic Bet on a Resurgent Times Square

The reopening of ROW NYC is more than just a hotel relaunch; it represents a significant strategic investment by its owners, Rockpoint Group, and operator, Highgate. The decision to pour capital into a complete overhaul during a period of transformation for the city underscores a bullish outlook on the return of mass tourism, business travel, and large-scale group events. This move comes as the Manhattan hotel market demonstrates robust health, with industry data from the first half of 2025 showing a 7.1% increase in Revenue Per Available Room (RevPAR) and an average occupancy rate of 82.3%.

By reintroducing 1,300 modernized rooms into the Times Square inventory, ROW NYC is poised to capture a significant share of this resurgent demand. The hotel's scale makes it a key player in a highly competitive submarket populated by major brands like Marriott and Hilton. However, its strategy appears focused on differentiation through design and experience rather than scale alone. The renovation aligns with a broader city trend where conversions and significant upgrades are becoming common, as developers navigate high construction costs by investing in existing assets. The hotel's re-entry is a calculated move to position a legacy property as a fresh, modern competitor capable of meeting the evolving expectations of today's travelers.

Redefining the Urban Oasis

At the core of ROW NYC's new identity is a thoughtful design philosophy that seeks to provide a calm, comfortable sanctuary amidst the sensory overload of Times Square. The hotel aims to offer guests New York's signature energy on demand while ensuring they have a serene space to retreat and recharge. This concept is most evident in the 1,300 redesigned guest rooms.

Gone are the dated interiors, replaced by a more considered and serene aesthetic. The new rooms feature clean-lined furnishings, custom millwork, and softened color palettes that create a tranquil atmosphere. Large windows remain a key feature, framing sweeping views of the Hudson River and the iconic Manhattan skyline, but the interiors now provide a quieter counterpoint to the vibrant city outside. The layouts have been tailored for comfort and functionality, providing a practical and restful environment after a long day of meetings or sightseeing.

This principle of balanced energy extends to the public spaces, which have been completely reimagined. The lobby, once a purely transitional space, now functions as a layered and flexible social hub. It features tiered seating, informal work areas, and various zones designed for meeting, working, or simply unwinding. The design supports a natural flow of activity, welcoming the diverse mix of families, business travelers, and international groups that move through the hotel at all hours, making the large space feel both active and intuitive.

'Percy All Day': A New Culinary Anchor

Anchoring the transformed lobby is Percy All Day, a new 90-seat day-to-night café and bar debuting with the hotel in May. The name pays homage to Percy Claude Byron, a photographer whose early 20th-century images chronicled the fabric of everyday life in New York. The venue draws subtle inspiration from this layered history while delivering a modern, approachable atmosphere that is firmly rooted in the contemporary energy of Times Square.

Designed to serve hotel guests, local residents, and passersby, Percy All Day is conceived as a dynamic space that moves with the city's rhythm. Mornings will begin with specialty coffee and warm pastries, while afternoons will feature a menu of comfort-forward classics suitable for working lunches or pre-theater meals. As evening descends, the space will shift into a livelier social setting, offering modern cocktails, locally sourced beer and wine, and a selection of crowd-pleasing plates. This adaptability makes it more than just a hotel amenity; it’s positioned as a genuine neighborhood gathering spot.

The physical layout, with a mix of seating across a café, bar, dining room, and mezzanine, enhances its flexibility. Furthermore, built-in elements like a projector, sound system, and dedicated retail space create a backdrop for curated events and brand activations, solidifying its role as a vibrant and evolving social hub within the hotel.

Experience-Driven Hospitality at Scale

Beyond the physical renovation, ROW NYC is embracing the industry-wide shift toward experiential travel. The hotel plans to introduce a series of thoughtful programming initiatives designed to connect guests more deeply to the city. These will include neighborhood-driven welcome experiences, wellness-forward amenities, and seasonal cultural activations tied to major citywide events like the NYC Marathon or Fashion Week.

This focus on programming allows the hotel to leverage its prime location, offering guests more than just a place to sleep. By curating experiences, the hotel aims to add value and create a more memorable stay. The strategy also includes community-aligned initiatives intended to reflect the hotel's renewed role within the Times Square ecosystem and the broader New York landscape. While specific details on these offerings will be announced closer to the opening, the intent is clear: to pair the property’s immense scale with personalized, enriching touches.

With its May 1 reopening, ROW NYC reenters the market as a dynamic Times Square address built for the full spectrum of New York travel. Reservations are now available, with nightly rates starting at $279. By blending a central location with thoughtful design, curated amenities, and experiential programming, the hotel offers an accessible way to stay at the center of the world while providing the essential space to reset at the end of the day.